Trends in Online Marketing - MO

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  • We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
  • We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
  • They say put your money where your mouth is; let’s talk about these things.
  • Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! The amount of time people spend overall on the Internet has increased 121% over the past five years.In 2010, for the first time ever, Internet usage surpassed television usage.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
  • By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
  • Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
  • Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
  • Cassie does website, mobile and social networking.
  • Sometimes, however, your guy isn’t available.
  • #1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
  • Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  • Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  • Videos account for 50% of all online traffic as of January 2012
  • Videos account for 50% of all online traffic as of January 2012
  • So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
  • The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
  • Kendra – You can get statistics from your tool, so you should test, but Tuesdays mid-morning is the best time historically.Big events like Rodeo Austin can have a monthly newsletter, but especially for smaller events, we don’t recommend a publicized schedule. It’s the kiss of death for not having news at the moment you’re “supposed” to send it. Instead have an internal calendar.
  • So what’s the format? Simple. You just need a headline, some imagery, text and a call to action. Some research shows that Click Here gets lots more clicks, but I’d include it not as the link – make the link be the actual action you want them to take.
  • Therefore, the use of personalization, smart timing, and enticing calls to action are essential in making your content stand out and receive the desired attention. These best practices and much more are detailed in our free guide to email success
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
  • Trends in Online Marketing - MO

    1. 1. TRENDS INONLINE MARKETING KENDRA WRIGHT
    2. 2. SIT BACK AND RELAXGive me your business card at the end; We’ll send you our slides
    3. 3. CAN’T GET ENOUGH SAFFIRE? Come by our booth: 41Social Media in this room 10 minutes after this presentation.
    4. 4. MARKETING YOUR EVENTWhat do you spend the most moneyon?How does it work for you?Is it getting you the best results?Is it helping you to grow?
    5. 5. RODEO HOUSTON STATISTICS“How did you hear about theevent?”Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website – 46%
    6. 6. INTERNET WINS POPULARITY CONTEST
    7. 7. A STEP FURTHER Source: Morgan Stanley Research
    8. 8. ARE YOU FOLLOWING THESE TRENDS?ARE YOUR CUSTOMERS?
    9. 9. PRESENTERS Kendra Cassie Wright Roberts• First job managing events for • Received BS Public non-profit Relations, & Masters Sport• Began building websites in Management, The 1995 for Fortune 1000 University of Texas company • Born in Central City, NE• Started own company in 1998• Brings big-company • United States Olympic experience to the event Committee industry • Rodeo Austin
    10. 10. HISTORY
    11. 11. SAFFIRE CLIENTS
    12. 12. SAFFIRE CLIENTS
    13. 13. PALAMINO FEST
    14. 14. SAFFIRE ASSOCIATION PARTNERS
    15. 15. OUR GOAL To elevate the fair industry byenhancing its most important virtual front door – its online presence.
    16. 16. OUR AGENDA TODAYYour to do list for when you get homePrioritize how to make your website betterStatistics to watch and what to do with the infoThe latest trends and what to do about themMaximize your mobile presenceHow to make more money with emailTools to market your event from at your eventSpecific online marketing ideasHow to prioritize social media for the best results
    17. 17. YOUR WEBSITE
    18. 18. HOW DO YOU MANAGE YOUR SITE?
    19. 19. YOUR WEB GUY
    20. 20. YOUR WEB GUY
    21. 21. YOUR WEB GUY
    22. 22. THE GOAL You must be able tomarket your event on your website in real time.
    23. 23. THE REALITY98% of anonymous onlineprospects enter a website looking for something,yet still leave anonymous.
    24. 24. MAKE INFO INTERACTIVE & QUICK TO FIND Keep navigation organized. Have something to draw people to another page. SAFFIRE RECOMMENDATION Use categories and supcategories to organize your event information.
    25. 25. besides your homepage, where do people go on your website? (do you know?)
    26. 26. MAKE EVENT PAGES INTERACTIVE
    27. 27. MAKE EVENT PAGES INTERACTIVE
    28. 28. MAKE EVENT PAGES INTERACTIVE
    29. 29. MAXIMIZE SOCIAL MEDIAFacebook or Tweet your EVENT
    30. 30. MAXIMIZE SOCIAL MEDIAFacebook/Tweet an event EVENT/FEATURE
    31. 31. MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event/feature
    32. 32. WHY DO ECOMMERCE?
    33. 33. ECOMMERCE=INSURANCE POLICY
    34. 34. ECOMMERCE=INCREMENTAL REVENUE
    35. 35. DETERMINING PRICE80/20 rule • Approximately 80% of the tickets you sell online will be redeemed • Offer 20% discount • Come out evenFree shipping or print at home • ESPECIALLY when cheap to ship
    36. 36. SELL MORE NOW• Make your tickets easy to find.• Have minimum clicks to get to the shopping cart.• Integrate the design of your website with the design of your cart so that the “look” doesn’t change at the buying moment.
    37. 37. ANALYTICS
    38. 38. GOOGLE ANALYTICS
    39. 39. 4 IMPORTANT THINGS TO WATCH • Low visits? site Improve SEO or online marketing visits of your site
    40. 40. 4 IMPORTANT THINGS TO WATCHbounce • High bounce rate? Improve your rate homepage
    41. 41. 4 IMPORTANT THINGS TO WATCH actions/ • Not enough action? Make your websiteconversion more compelling rate (good rate: 2%)
    42. 42. 4 IMPORTANT THINGS TO WATCH time • Low time? Add interactivity andon site other “stickiness”
    43. 43. TRGETING TRENDS
    44. 44. what is the fastest growing website of all time?
    45. 45. PINTERESTPinterest was the first site to get 10 millionunique visitors in a month.Pin event photos (and more) and inviteyour customers to follow your boards!
    46. 46. PINTEREST
    47. 47. PINTEREST
    48. 48. TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and specialannouncements. SAFFIRE RECOMMENDATIONStart offering people the opportunity to sign up for text, even ifyou don’t know what you’ll do with them.
    49. 49. 50% of all web content is…
    50. 50. YOUTUBECustomers exposed to videos are 437%more likely to engage in your brand. Engagement = Purchases SAFFIRE RECOMMENDATIONMake your videos raw and not too produced to help customers identify with your brand.
    51. 51. MOVING MOBILE
    52. 52. MOBILE
    53. 53. APP OR MOBILE SITE? 0% BlackBerry 24% Android 46% Apple iPhone 30%
    54. 54. APP OR MOBILE SITE?
    55. 55. WHY MOBILE?Customers use mobile searchto shop. • 95% of all mobile searches are for local products and services. • 61% of all local searches result in a purchase.
    56. 56. THE PERFECT STORM
    57. 57. WHAT LEADS TO MOBILE PURCHASE?
    58. 58. EMAIL MARKETING
    59. 59. Who are wegoing to email?
    60. 60. IF STARTING FROM SCRATCH, GET GOING! • Outlook contacts • Volunteers • Sponsors • Vendors • Performers • Past purchasers • Etc.
    61. 61. EMAIL SIGNUPS ON EVERY PAGE
    62. 62. What will we say?
    63. 63. CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
    64. 64. WHAT WILL WE SAY?don’t tell the whole story. goal: CLICKS!
    65. 65. Good content leads to CLICKS.But a good subject line sent at right time leads to OPENS!
    66. 66. WHEN WILL YOU SAY IT?Statistics are clear • Day of week: Tuesday (try Friday for fun!) • Time of day: Mid-morningUnless you’re big, don’t publicizeschedule
    67. 67. WHAT MAKES A GOOD SUBJECT LINE?Include something recognizableUse action wordsNot too spammy50 characters or less • Turn into Tweet, with 120 characters, # and shortened URL • Turn into Facebook, with 150 characters, graphic and no #
    68. 68. EMAIL ARTICLES: THE FORMULAHeadlineCompelling imageText (short, with links)Call to action • Consider “Click here to enter now!”
    69. 69. MEASURE YOUR EMAILSPER EMAILOpen rateClick-through rate (CTR)Response rate – web visits, revenueOVER TIMEHouse file sizeChurn (percentage who leave your list)Revenue/emailCost/email
    70. 70. SAMPLE OPEN RATESVaries by client• 9-15% on low end• 30-35% on high endWho has the highest open rate?• Good subject line• Clients who sell online• Clients with a strong brand• Sent at right time/day (Tuesday mid- morning)
    71. 71. SAMPLE CLICK RATESAround 10-20% (not as muchvariance)Depends on call to action, so useaction words • Get More Info! • Sign Up! • Buy Now! • More Photos!Again, don’t tell the whole story.
    72. 72. TARGET EMAILS FOR MOBILEEmail opens on smartphones andtablets have increased 80% over the last six months.
    73. 73. REAL-TIME MARKETING TOOLS
    74. 74. FACEBOOK
    75. 75. TWITTER
    76. 76. PINTEREST
    77. 77. YOUTUBE
    78. 78. MOBILE WEBSITE MANAGEMENT
    79. 79. MOBILE WEBSITE MANAGEMENT
    80. 80. MOBILE WEBSITE MANAGEMENT
    81. 81. MAKE A GAME PLAN
    82. 82. WHAT WILL YOU SAY?1. determine your target audiences
    83. 83. WHAT WILL YOU SAY?2. get your team together - make sure to include all audiences
    84. 84. WHAT WILL YOU SAY?3. brainstorm all the reasons people come to your event
    85. 85. WHAT WILL YOU SAY?4. come up with topics for all these reasons
    86. 86. THE “RULE OF THIRDS”1/3 about yourself and your brand1/3 about things people might be interestedin that aren’t self-promotional1/3 interact with people
    87. 87. WHERE WILL YOU SAY IT?WebsiteEmailFacebookTwitterFlickrYouTubePinterestBlog
    88. 88. CREATE AN EDITORIAL CALENDAR
    89. 89. SPECIFIC IDEAS
    90. 90. A DEEP THOUGHT… Ask questions that get people talking about themselvesin relation to your event
    91. 91. GRAB THEIR ATTENTION• Consider funny – tweets from mascot, etc.• Personal/human interest stories get lots of hits• Posts with photos get more views! Think about what YOU would want to click!
    92. 92. MAKE PEOPLE FEEL LIKE INSIDERS• Be the first to know about X via social media!• See behind-the-scenes looks at our event! Your customers feel special, and they are more likely to be long term followers.
    93. 93. MULTIMEDIA• Photo contests on website and Facebook• Caption that photo• Funny video upload Photos and video are naturally VIRAL and give you more event photos!
    94. 94. TAGGING IN FACEBOOKTake pictures of the crowd at concerts, postthem and encourage them to tag themselves Your photo appears in their Facebook feed!
    95. 95. GET PEOPLE TALKING• Show live tweets on concert side screens• Have a vote or quiz o Answer on text, Facebook, Twitter, app, QR code, etc.
    96. 96. CONTESTS WITH PUBLICITY BONUS• Have a contest for front row concert seats o Text, tweet or post on FB page NOW = publicity• Do giveaways with charitable tie-in
    97. 97. BULLS EYELeave your business card, andwe’ll send:• These slides• The Editorial Calendar template• A free subscription to The Dirt• Invitation to ongoing educational webinars

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